Until recently, no standards existed for the definition or measurement of relevance in e-mail marketing.
With the introduction of e-Dialog's Relevance Trajectory methodology, marketers now have a resource for understanding what relevance is,
how to measure it, and why improving relevance is a surefire means to improve e-mail productivity and performance.
Developed by the experts at e-Dialog, the Relevance Trajectory enables you to benchmark the relevance of your e-mail programs using a detailed scoring mechanism. Benchmarking provides a framework for measuring current success and identifying opportunities to improve your score, and thus the overall relevance of your programs. We call this “moving up the Relevance Trajectory.”
Six factors that define e-mail relevance
The Relevance Trajectory methodology does more than simply define what constitutes a relevant e-mail. It identifies the specific factors that enable you to customize and time messages properly, encourage interactivity, and maintain flexibility in your e-mail campaigns. The six factors are:
Developed by the experts at e-Dialog, the Relevance Trajectory enables you to benchmark the relevance of your e-mail programs using a detailed scoring mechanism. Benchmarking provides a framework for measuring current success and identifying opportunities to improve your score, and thus the overall relevance of your programs. We call this “moving up the Relevance Trajectory.”
Six factors that define e-mail relevance
The Relevance Trajectory methodology does more than simply define what constitutes a relevant e-mail. It identifies the specific factors that enable you to customize and time messages properly, encourage interactivity, and maintain flexibility in your e-mail campaigns. The six factors are:
Segmentation
Targeted audiences are more qualified and responsive. Use customer demographics, preferences, and behavior to customize content
to your audience.
Targeted audiences are more qualified and responsive. Use customer demographics, preferences, and behavior to customize content
to your audience.
Lifecycle management
Send timely, appropriate messages to new and existing customers.
E-mail messages are built around your customer's place in the
lifecycle continuum.
Send timely, appropriate messages to new and existing customers.
E-mail messages are built around your customer's place in the
lifecycle continuum.
Triggers
Messages driven by customer status and behavior are automated. Business rules generate messages or a sequenced program that
serve as a response.
Messages driven by customer status and behavior are automated. Business rules generate messages or a sequenced program that
serve as a response.
Personalization
Market to audiences but communicate with individuals. E-mail content is keyed to your audience's demographics, location, status, preferences, and behavior.
Market to audiences but communicate with individuals. E-mail content is keyed to your audience's demographics, location, status, preferences, and behavior.
Interactivity
Consider the three Es in every e-mail: educate, entertain, and engage. Provide your audience with a clear call to action and the option
to pursue interests.
Consider the three Es in every e-mail: educate, entertain, and engage. Provide your audience with a clear call to action and the option
to pursue interests.
Testing and measurement
Understanding the ROI of e-mail relevance is essential to improving it. Test elements to determine what's working and what's not and factor
it into future development.
Understanding the ROI of e-mail relevance is essential to improving it. Test elements to determine what's working and what's not and factor
it into future development.
Can the Relevance Trajectory help you?
The Relevance Trajectory is made up of logical steps in information gathering, opportunity identification, program development, and results improvement, but the best place to begin is with a benchmark of your current programs. Click here to request a free copy of our white paper or contact an e-Dialog representative to begin implementing our methodology today.
The Relevance Trajectory is made up of logical steps in information gathering, opportunity identification, program development, and results improvement, but the best place to begin is with a benchmark of your current programs. Click here to request a free copy of our white paper or contact an e-Dialog representative to begin implementing our methodology today.
